New Balance ‘Heroes’ celebrate centenary

New Balance, the sports shoe brand, is celebrating its British heritage with the launch of limited-edition trainers featuring images of long-serving employees, as part of a campaign to mark its centenary year.

The brand, which manufactures its shoes in Flimby in the Lake District, is launching three limited-edition trainers called The Flimby Heroes, which will feature a portrait of either Audrey Stewart, Ian Byers or Victor Dixon. The trio are among the company’s longest-serving staff.

Images of the Flimby Heroes will feature inside the trainers as well as on all shoe packaging. The company is making 1,906 pairs of each style to mark the year it was first established. The shoes will be available in fewer than 150 outlets worldwide.

The trainers will be sold from October and are based on previous New Balance designs, all featuring original “retro” styling.

The limited edition release fits into the brand’s marketing strategy, which focuses on its products and heritage rather than using celebrity endorsement.

Alistair Cameron, general manager for Europe, Middle East and Africa, says: “We wanted to celebrate our centennial year in a traditional New Balance way. As well as honouring our domestic manufacturing, the Flimby Heroes highlight how valuable our employees are to us – they are the celebrities of the brand itself.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here